The Director, Digital Marketing is responsible for developing strategic marketing plans and overseeing execution, tracking, and optimization across all digital platforms including websites, SEO, display and retargeting advertising, mobile advertising, geofencing, SMS, PPC programs, paid social, and Email marketing. The Director, Digital Marketing, is an expert in established and emerging digital marketing strategies, best practices, and tactics, with a deep understanding of the customer journey process and how to lead prospects through the purchase path for a variety of products and services via digital communications. The Director, Digital Marketing has a firm grasp of SFA data, leveraging for segmentation strategies and identifying gaps in data needs related to segmented marketing.
Essential Functions & Responsibilities:
Develops and manages implantation of strategic and tactical digital marketing plans addressing SFA engagement and sales objectives across a wide variety of digital channels on an annual basis, including criteria for success.
Deploys and directs resources as appropriate across internal and external personnel to execute and optimize digital marketing plans against established success criteria.
Works with internal teams and external vendors to successfully implement various marketing tactics (email, mobile advertising, SMS, SEO, digital display advertising, chatbots, etc.).
Collaborates with SVP, Marketing & Communications to identify segmentation strategies across all SFA campaigns.
Collaborates with internal data and technology platform professionals to ensure that data points collected align with segmentation strategies.
Collaborates with department leads to develop digital content calendar for email communications year-round.
Identifies and socializes guidelines for email marketing across SFA.
Identifies appropriate digital placements on trade media websites; collaborate with digital publications and brand team to deliver creative materials to fulfill placements.
Advises creative department on best practices related to email and digital creative development to optimize display on desktop, mobile and email clients.
Develops and leads execution of effective digital distribution campaigns for various content assets developed by creative team.
Develops and executes lead generation programs to identify prospects for all SFA programs.
Develops, executes, and optimizes lead nurture programs that guide prospects toward conversion of various products and initiatives.
Identifies strategies and lead implementation efforts for attribution across membership, programmatic, and Show-related digital efforts.
Proactively identifies and develop strategic POV on emerging digital marketing tactics and how they do/do not apply to SFA objectives.
Proposes and implements marketing automation programs/strategies that include email, web traffic, display advertising and social media impressions and engagement.
Collaborates with various departments on mobile app structure and performance.
Tracks performance in all digital initiatives and makes recommendations to SVP, Marketing & Communication for optimization.
Coordinates with other departments to identify objectives and communicate regarding the planning, creation and implementation of marketing campaigns and related materials and promotions.
Partners with other departments to identify gaps in performance and to rapidly develop and implement incremental plans for products and services that may be new or underperforming.
Provides onsite assistance at in-person events.
Bachelors Degree, preferably in marketing, business or other related field.
10+ years of strategic digital marketing experience.
Proven experience in leading and overseeing digital marketing professionals.
Microsoft Office Products, including Word, Excel, and PowerPoint.
Demonstrated success planning, implementing, and optimizing digital marketing campaigns that include email, mobile advertising, SMS, SEO, PPC, digital display advertising, email-targeted digital display, mobile, and social advertising, and chatbots.
Expertise in digital marketing platforms including Google Analytics, AdWords, AdRoll/NextRoll, AdSense, StartApp, social media management tools, etc.
Expertise with marketing automation platforms and campaigns – Hubspot-specific experience (highly desirable).
Expertise with web site content management systems – Kentico-specific experience (highly desirable).
Demonstrated expertise in analyzing digital marketing campaign data and optimizing for tangible results.
Demonstrated success in development of and articulation of attribution metrics.
Technology savvy – deep understanding of digital marketing approaches, tools, and tactics.
Data Analytics: Ability to interpret digital marketing data and social media trends with an eye to target potential roadblocks and formulate innovative marketing strategies.
Strong communication skills (written and verbal) and ability to collaborate with multiple departments.
Expertise in data privacy and applications for digital marketing campaigns.
Physical Demands & Work Environment:
The Association is headquartered in an office building in NYC, though the workforce is primarily home-based. This position is primarily remote but will require your presence in the office at various times. Regardless of location, job demands may require long periods of sitting; telephone work and/or computer work, as well as interactions with other staff members, external vendors and SFA external constituents. There will be periodic travel required both to industry events and for team and department meetings. Occasional lifting of heavy boxes up to 40 pounds may be required, particularly around events.